Managing brand(s) in reality is a process constantly requiring daily decision, hence some companies appoint brand manager to be responsible for the development and performance of the brand or a portfolio of brands.

This article is to briefly understand some of the major role played by a brand manager.

Essentially, the role involves the following:

• Analyze the market and its activity, including the growth factors of the total market and various market segments within it, and their performance relative to the competition

• Ensure that the brand platform is maintained and that the brand stays true to its values and positioning

• Propose future brand strategy with particular regard to positioning, extensions and others

• Manage the marketing mix-price, promotion, packaging and others

• Measure the success of brand performance, assess expenditure against volume, profit and other variable.

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